Summary on Globalisation of Culture through the Media

In "Globalisation of Culture through the Media", Kraidy (2002) discusses the controversies on the effects mass media on globalisation of culture. According to him, international communication theorist believe that Cultural imperialism, a phenomenon where westerns propagate their culture through media, has had massive effects on global culture. However, further research indicates that global culture can be affected by all parties with power to control media. This leads to another perspective called "Hybridisation", where various cultures and traditions from various parts of the world interacts and reconstruct. Kraidy also questions if media is the cause or acts only as a catalyst to boost such globalisation. Kraidy is supportive that the existing culture hybridity is intensified by mass media.